From May 1 through July 31, 2016, the company will donate five cents from the sale of every specially marked red, white and blue bottle of Extra Strength Cherry flavor 5-hour ENERGY® to the Special Operations Warrior Foundation(SOWF)

From May 1 through July 31, 2016, the company will donate five cents from the sale of every specially marked red, white and blue bottle of Extra Strength Cherry flavor 5-hour ENERGY to the Special Operations Warrior Foundation (SOWF).

Eleven years since the launch of 5-hour Energy, sales of the energy shots have made founder Manoj Bhargava a billionaire several times over. He’s already pledged to give the vast majority of that wealth to charitable causes before he dies. Now he’s using some of his money to fuel innovation that addresses global health and sustainability issues.

The new flavor joins strawberry watermelon, sour apple, grape and berry to become the fifth extra strength variety of the popular energy shot, which also has six regular strength flavors as well as decaf.

The now unsealed indictment alleges the defendants, working out of California, Mexico and 5-hour’s home state of Michigan, went into the business of producing and selling knockoff energy shots in the United States in late 2011.

Over the last year, the company listened to the pulse of the consumer. The flavor relaunch, the most significant change to the taste of the product in 5-hour ENERGY®’s 10-year history, is a direct result of this feedback.

The New York Times earlier this week released a story detailing the efforts a lawyer representing 5-hour Energy who was said to have successfully swayed Missouri Attorney General Chris Koster into dropping an inquiry looking into whether the company had engaged in deceptive and misleading advertising.